A Night At Razin
Behind the Curtain: A Powerful First Impression Event to Unveil Company’s New Vision, Creativity, & Craftsmanship
Project Type
Innovation
Branding
Digital Marketing
Achievements
Muse Awards Gold Prize for “Experiential & Immersive Launch Event”
Shorty Award Finalist for “Home & Decor”
Challenge
Early in 2018, Razin, a furniture manufacturer in KSA, hired Blue Hat to help set the company on its journey to innovation by reviving the brand experience, rethinking the business model and designing a new communication strategy. Together, we are working on creating a community space for interior designers, architects and furniture lovers to feel supported, get inspired and design freely.
The collaboration transformed Razin into a company that doesn’t just make furniture, but manufactures dreams.
To mark the new pivot in their brand vision, Razin wanted to unveil their latest customizable furniture collection at a launch event that would introduce the public to Razin’s new brand ethos, creativity and craftsmanship.
Intervention
We worked closely with Razin’s creative team to come up with a theme for the event that would combine mystery, sensuality and intimacy.
Inspired by the launch of Saudi Arabia’s first home-grown cinema chain and high investment in the entertainment sector, the culmination was the inception of A Night at Razin, a magical event in which Razin unveiled its new collection and transported guests to the world of cinema as Razin’s Riyadh showroom was re-envisioned in the style of a vintage movie theater.
Behind the curtain of each room awaited 7 cinema booths decorated in the 7 styles of the furniture collection, each inspired by an iconic movie: Art Deco inspired by The Great Gatsby, Bohemian by The Grand Budapest Hotel, Scandinavian by Skyfall, Neoclassical by Midnight in Paris, Moorish by Queen of the Desert, Industrial by New York I Love You and Saudi Vibes by Taash Ma Taash.
Guests were made to feel as if they were moving through the world of their favorite filmstars through an experience that engaged all five senses: the sounds of movie clips and music filled the air; the booths were decorated in the style of the movie down to the minutest detail; each booth had its own distinct smell; a rich selection of fabrics invited touch; and the event menu was inspired by classic movie theater snacks.
Our team branded the event by creating the right sensory experience and designing all elements of the event to create a cohesive cinema theme and on-ground experience; from music and scent selection in every booth, to the booth signage designs, window displays, invitations to popcorn boxes, creating a fully immersive experience. Additionally, Blue Hat reached out to key guests, micro-influencers and media partners to cover the event.
Results
A Night At Razin was an unforgettable occasion that will linger in the mind of every guest, unmasking the Razin’s new vision, brand identity and collection. It was a networking success, providing interior designers, architects and furniture lovers the opportunity to mingle, feel supported and get inspired.
It marked the beginning of a new milestone for Razin and set the bar high for the Saudi furniture industry and acted as the basis for the unveiling of a new collection under a new theme each year.
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